Media Planning & Analysis
The ad that Ed and his team had produced was spectacular. Using Campaign Co-Creation techniques, HeartFelt had managed to produce an example of tissue box marketing that had even managed to choke up the CEO. He did manage to get a few words out when he first saw it before retreating to his office, which were: “be sure to run this whenever and wherever we can reach the Millennial audience”.
Ed knew what to do. He would ask Ypulse to determine what websites, magazines and television shows the Millennial audience consumed in order to build a comprehensive integrated marketing plan. More importantly, Ypulse suggested that measurements to ensure that the ad was relevant to the media platforms involved would make sure that it was welcome.
Making sure that the ad ran in places where Millennials spent their time paid off huge dividends. The video went viral, earning millions of views and resulting in less spend on paid media. With the money saved, HeartFelt spent their original earned media dollars on promoting a number of homage videos created by members of the target audience themselves. The ROI grew even bigger as a result of curating and featuring how the imagination and creativity that existed within their target audience reinforced the message.
The least you need to know about what's happening in the new Millennial influenced world.
It's not enough to know what. You need to know who and how much. And most of all, why.
Now, what does it all mean for your brand?